This week Nike’s ‘Just do it’ slogan turned 25 years old, marking the brand’s silver anniversary with the slogan since the ad first ran in 1988.
‘Just Do It’ was created by Wieden+Kennedy and is credited by Nike as being responsible for increasing their market share from 18% to 43% in just 10 years.
See below for some of the best 'Just do it' ads from down the years
It could just well be the most recognisable, successful advertising slogan in history.
During the 80’s while Reebok was using the aerobics craze to get consumers onboard, Nike choose a raw emotional message to inspire people to exercise. The effect was far greater than Nike and W+K could ever have predicted. ‘Just Do It’ inspired people to take action in their life when they’d normally do nothing… ‘Just Do It’ was like the ‘YOLO’ of the 90’s, but it inspired instead of embarrassed.
Dan Wieden of the eponymous Wieden+Kennedy was actually inspired to come up with this slogan based off a death row inmates last words.
Dan Wieden on how ‘Just Do It’ was created: